Mothers’ experiences of using Facebook groups for local breastfeeding support: results of an online survey exploring midwife moderation

Problem The use of Breastfeeding Support Facebook (BSF) groups that are aimed at supporting women in specific local areas, with links to face to face support, is under researched. The role that midwives play in offering support to local mothers through these groups has not been examined. Background Access to ongoing support from professionals assists mothers in meeting their breastfeeding goals. Social media is increasingly being used to offer this support, improving maternal knowledge, self-efficacy and breastfeeding duration. Aim To examine impacts of moderator type on mothers’ perceptions of online breastfeeding support, including when midwives play an active role in moderation. Methods An online mixed methods survey was conducted in January 2020. Quantitative data was analysed descriptively and for associations using SPSSv26. Qualitative data was analysed thematically. Findings Two thousand and twenty-eight mothers who used local BSF groups completed the survey. The experiences of those participating in groups moderated by midwives versus other moderators such as peer supporters, were compared. Moderation was an important factor in mothers’ experiences, with trained support associated with greater engagement and more frequent visits, impacting on perceptions of group ethos, reliability and inclusivity. Midwife moderation was uncommon but valued, and associated with viewing local face to face midwifery support for breastfeeding more positively. Conclusion Midwife moderated or supported Facebook groups have the potential to add value to local face to face services and improve breastfeeding experiences in communities. The findings have important implications to support the development of integrated online interventions to improve public health. Statement of Significance Problem Low breastfeeding rates are connected to inconsistent access to quality local support. Mothers are frequently turning to social media groups for support but little is known about who runs and moderates them. What is Already Known Mothers have concerns about trustworthiness and reliability, despite finding Facebook groups useful for shared experience. There is insufficient evidence on moderation to recommend online models within maternity services. What this Paper Adds Evidence that Facebook groups linked to local face to face support are valued, and that trained moderators improves experiences. Access to local midwife support within Facebook groups improves perceptions of local midwifery support overall.